Namibia, Zambia, and Zimbabwe Launch Transformative Tourism Initiative with JLL and WTTC
Namibia, Zambia, and Zimbabwe have launched a groundbreaking initiative in collaboration with global real estate services firm Jones Lang LaSalle (JLL) and the World Travel and Tourism Council (WTTC) to strengthen their tourism industries. This partnership aims to unlock new growth opportunities and position the three Southern African countries as top global tourism destinations.
Led by Africa’s Eden, a tourism association dedicated to promoting sustainable travel in Southern Africa, the initiative will introduce the Tourism Readiness Index. This ambitious project will assess over 70 critical factors across various aspects of the tourism sector, including infrastructure, environmental impact, safety, security, and government policies, to evaluate the tourism readiness of Namibia, Zambia, Zimbabwe, and Botswana.
The Tourism Readiness Index aims to provide a clear picture of each country’s tourism potential and identify key areas for investment and development to ensure the long-term sustainability and resilience of the region’s tourism economy. Beyond serving as an assessment tool, the Index is also a strategic plan designed to foster collaboration between both the public and private sectors. Successfully implemented in over 200 destinations worldwide, the Index has proven valuable in helping destinations improve their tourism offerings and strengthen their global competitiveness.
Africa’s Eden CEO, Jillian Blackbeard, emphasized the collaborative nature of the project, highlighting its role in bringing together key stakeholders from both government and the private sector. “This is a united effort, as it is crucial for both the public and private sectors to work together to achieve lasting success in growing tourism within the region,” she explained.
The comprehensive data and insights provided by the Tourism Readiness Index will enable governments to make informed decisions on policy development, infrastructure investment, and creating a more tourism-friendly environment. The Index will also help tourism businesses and associations identify significant growth and innovation opportunities, ultimately driving new investments and enhancing the region’s appeal to international visitors.
Additionally, the results of the Tourism Readiness Index will be shared through a series of workshops and stakeholder meetings, providing an open forum for dialogue and fostering a cooperative relationship between governments and private enterprises. This collaborative approach will ensure that both sectors align their strategies and work together to create a more prosperous and sustainable tourism industry for Namibia, Zambia, and Zimbabwe.
By leveraging the full potential of the Tourism Readiness Index, the three countries aim to boost their global tourism standing while promoting long-term economic growth through sustainable practices and strategic investments in the tourism sector.
